How DEBUNK Speaks

Originally driven by the founder’s distinct voice, the DEBUNK cannabis brand lacked a clear verbal strategy, making it difficult for others to write for consistently. This initiative focused on defining and expanding the DEBUNK voice to better reflect the brand’s identity and appeal to a highly technical consumer base — one that seeks premium, innovative products and values potency, purity, and straightforward facts. From marketing copy to product listings, the goal was to bring clarity and scalability to a brand whose edgy, high-end tone had previously been difficult to replicate.

Company: Motif Labs (Organigram)

Brand: DEBUNK

Art Direction (Copy): Hilary Lucio

Copywriting: Hilary Lucio

Strategy: Amanda Boltë, Mario Naric, Hilary Lucio
Get down to brass tacks. DEBUNK is all about brevity. If you can say the same thing in 10 words or 5 words, say it in 4. DEBUNK doesn’t care about the feelings or the fluff. Get into what makes a product different — what sets it above the rest — and leave the flowery language at the door.

Translating DEBUNK’s voice into a scalable system required more than just matching tone — it meant identifying and articulating the founder’s instinctive sense of what felt right. While he had a sharp eye for language that came off as too flowery or salesy for the brand he was envisioning, those preferences were hard to define and often communicated more by gut reaction than rationale. The real challenge was codifying a voice that had always been intuitive — especially one that demanded brevity, clarity, and technical confidence — without ever sounding clinical or dry.
Building off the founder’s original language, the voice was refined through close collaboration to strike a balance between impact and clarity. Intentional sentence cadence and the removal of superfluous detail helped shape a strategy that respected the consumer’s technical expertise while evoking a sharp, elite persona. Edgy, high-impact verbal imagery with nods to luxury was used selectively to maintain this tone while remaining compliant with Health Canada regulations.

Language Scales

Language scales offer clear, consistent guardrails for tone — making it easier for any contributor to quickly understand and apply the brand voice across touchpoints.

Emoji Scale

Measures visual flair through emojis, symbols, and icons.

Use your words

✏️🔥🌶️⭐️👽

Spice Scale

Tracks use of innuendo, profanity, and provocative language.

Saintly

Rated R

Technical Scale

Captures complexity, jargon, and technical phrasing.

Academic

Layman

Brevity Scale

Defines how short, punchy, or detailed the language is.

Less is more

More is more

Playfulness Scale

Gauges personality, humour, and playful energy.

Play it cool

Goofball energy

Formality Scale

Measures professionalism versus casual, conversational tone.

All business

All party

Product Description System

A product description system ensures scalable, consistent copy across product families — freeing writers to focus on unique SKU stories that build loyalty and excitement. Samples are drawn from a wider portfolio.

Family Descriptions: Live Resin Concentrate

Used for family assets where multiple SKUs are shown

Short Description: Unlock intense, complex live resin. Extracted from fresh frozen premium inputs, this gassy, citrus sativa delivers a terp-dense, full spectrum experience in a slushy amber concentrate.

Long Description: Unlock intense, complex flavour with DEBUNK Red Dragon 1.0 g live resin concentrate. This charged sativa comes from a legendary West Himalayan Kush and Utopia Haze cross with an exotic gassy, citrus profile and pine undertow to keep you buzzing. PACS-certified organic, sun-grown inputs from Lillooet, B.C. are fresh frozen to retain the potency and flavour of the flower during hydrocarbon extraction, resulting in a terp-dense, full spectrum experience with the lab receipts to back it up. Dab this slushy amber concentrate at 500-550ºF (260-288ºC) for optimal hits.

Strain Description: Red Dragon

Used in conjunction with family descriptions when multiple SKUs are shown

A charged sativa with an exotic gassy, citrus profile and pine undertow to keep you buzzing

SKU Descriptions: Red Dragon Live Resin Concentrate

Used for SKU-specific assets and for provincial listings

Live Resin Concentrate Family + Red Dragon Strain Descriptions

Family Descriptions: Liquid Diamond 510-Thread Vapes

Used for family assets where multiple SKUs are shown

Short Description: Push the limit with the maximum potency and optimal performance of ultra-pure THC liquid diamond isolate. A pure, potent, and consistent sesh from the first puff.

Long Description: Push the limit with the maximum potency and optimal performance of liquid diamonds. Our proprietary hydrocarbon extraction process converts THCa diamonds into an ultra-pure, ultra-potent THC liquid diamond isolate for a pure, potent, and consistent sesh from the first puff.

Strain Description: Uncut Gems

Used in conjunction with family descriptions when multiple SKUs are shown

Pure and unflavoured to deliver an experience as raw and authentic as uncut gems

SKU Descriptions: Uncut Gems Liquid Diamond Vapes

Used for SKU-specific assets and for provincial listings

Liquid Diamond Vapes Family + Uncut Gems Strain Descriptions

Short Description: Push the limit with ultra-potent, ultra-pure liquid diamonds, unflavoured to deliver an experience as raw and authentic as uncut gems.

Long Description: Push the limit with the maximum potency and optimal performance of DEBUNK Uncut Gems liquid diamond vapes. Level up with this pure, unflavoured vape that delivers an experience as raw and authentic as uncut gems. Our proprietary hydrocarbon extraction process converts THCa diamonds into an ultra-pure, ultra-potent THC liquid diamond isolate for a pure, potent, and consistent sesh from the first puff.

Family Descriptions: Darts Infused Pre-Rolls

Used for family assets where multiple SKUs are shown

Short Description: High-quality milled flower infused with premium crushed diamonds and botanical terp blends for a pack full of potent pre-rolls.

Long Description: Up your game. Coming in at 34-40% THC, we wrap high-quality milled flower infused with premium crushed diamonds and a custom blend of botanical terps in a classic 0.5 g format for a pack full of potent pre-rolls.

Strain Descriptions: Venom OG

Used in conjunction with family descriptions when multiple SKUs are shown

This menacing sativa strikes with heavy diesel and earthy notes and a sharp citrus accent to pull you into oblivion.

SKU Descriptions: Venom OG Darts

Used for SKU-specific assets and for provincial listings

Darts Family + Venom OG Strain Descriptions

Short Description: Up your game with these potent, terp and diamond infused sativa pre-rolls that strike with heavy diesel and earthy notes and a sharp citrus accent to pull you into oblivion.

Long Description: Up your game with DEBUNK Venom OG Darts, a menacing sativa that strikes with heavy diesel and earthy notes and a sharp citrus accent to pull you into oblivion. Wrapping high-quality milled flower infused with premium crushed diamonds and botanical terpenes in a classic 0.5 g format, this Poison OG and Rare Dankness #1 cross comes in at 34-40% THC for a pack full of potent pre-rolls.

Family Descriptions: Fifty Woods Triple-Infused Blunt

Used for family assets where multiple SKUs are shown

Short Description: A potent nod to legacy cannabis culture, this liquid and crushed diamond infused premium blunt hits heavy with smooth flavour and 50%+ THC.

Long Description: A potent nod to legacy cannabis culture, DEBUNK Fifty Woods hits heavy at 50%+ THC. Premium milled flower is coated with crushed THCa diamonds and a terp-enhanced liquid diamond infusion for smooth flavour with a nostalgic overtone. Wrapped in our signature chamomile blunt wrap and tipped with bubble hash, this 0.75 g blunt is no joke.

Strain Description: Vanilla

Used in conjunction with family descriptions when multiple SKUs are shown

This laid-back indica balances rich and creamy vanilla with warm, earthy notes for a smooth wind down.

SKU Descriptions: Vanilla Fifty Woods

Used for SKU-specific assets and for provincial listings

Fifty Woods Family + Vanilla Strain Descriptions

Short Description: A potent nod to legacy cannabis culture, this premium indica blunt hits heavy with a liquid and crushed diamond infusion, creamy vanilla flavour with earthy notes, and 50%+ THC.

Long Description: A potent nod to legacy cannabis culture, DEBUNK Fifty Woods Vanilla hits heavy at 50%+ THC. Premium milled flower is coated with THCa diamonds and a terp-enhanced liquid diamond infusion for a creamy flavour profile that balances rich vanilla with warm, earthy notes for the prime wind down. Wrapped in our signature chamomile blunt wrap and tipped with bubble hash, this 0.75 g indica blunt is no joke.

Enough talk. Let’s see what it can do.

Check out the DEBUNK Vapes project